A Sample of Respondents’ Verbatim Comments (continued)
3.9 Brand Potential—Libraries, Books and Information
The majority of respondents indicated that the main purpose of libraries was broader than books.
To be an ‘information station’.
57-year-old from the United States
Getting book, studying material for school or college, using a computer if you don’t own one.
69-year-old from the United States
Books and lending.
38-year-old from Canada
As important as it is to know what your brand image is today, it is equally important to understand brand potential. What are the possibilities? Can brand image be changed or expanded? Can brand image be “refreshed?” What potential exists for expanding the “Library” brand beyond books?
To explore “Library” brand potential, we asked respondents to look beyond first impression and indicate what they felt is the purpose (mission) of the library.
Slightly over half of respondents (53 percent) indicated that they feel the main purpose of the library isinformation. Thirty-one percent of respondents indicated that the main purpose of the library isbooks.
Responses were generally consistent across both region and age. Respondents from the United Kingdom were more likely to link the main purpose of the library to books (42 percent) than respondents from other geographic regions. Australia/Singapore/
India residents indicated booksas the main purpose of the library less than respondents from all other regions, at 22 percent.
U.S. respondents 65 and over indicated informationas the main purpose of the library more than any other age group, at 62 percent. At 45 percent, U.S.
respondents age 14–17 selected informationless than other age groups. They indicated booksas the main purpose of the library more than any other age group (at 40 percent).
Tables detailing the library’s main purpose by region, U.S. age, college students and library card holders are included in Appendix A.
53%
feel the main purpose of the library is
information.
Main Purpose of the Library—
by Total Respondents
What do you feel is the main purpose of the library?
Source: Perceptions of Libraries and Information Resources, OCLC, 2005, question 810.
Main Purpose of the Library—by Region of Respondent
What do you feel is the main purpose of the library?
Source: Perceptions of Libraries and Information Resources,OCLC, 2005, question 810.
0%
10%
20%
30%
40%
50%
60%
70%
Books
Information Building
(Environment) Research Entertainment Materials Reading
Total Respondents Australia/Singapore/India Canada
United Kingdom United States 0%
10%
20%
30%
40%
50%
60%
Books
Information Building
(Environment) Research Materials Entertainment Reading
31%
53% 14% 11% 10% 6% 4%
Part 3: The Library Brand
A place to seek
knowledge.
21-year-old from the United States
Source: Perceptions of Libraries and Information Resources, OCLC, 2005, question 810, “What do you feel is the main purpose of the library?”
Books for fun and research
57-year-old from the United States
Source: Perceptions of Libraries and Information Resources, OCLC, 2005, question 810, “What do you feel is the main purpose of the library?”
Main Purpose of the Library—
by Age of U.S. Respondent
What do you feel is the main purpose of the library?
Source: Perceptions of Libraries and Information Resources,OCLC, 2005, question 810.
Responses to the question “What do you feel is the main purpose of the library?”
varied in both content and length. Some responses were one- or two-word replies;
others were lengthy answers indicating more than one main purpose of the library.
Responses such as “provide resources for learning and research and to provide books for one’s enjoyment” (16-year-old from the U.S.) indicate a multidimensional view of the purpose of the library. Learning, research, books and enjoyment are all mentioned. The majority of respondents indicated that their view of the main purpose of the library was broader than just books. When books were mentioned, other activities or services were also frequently mentioned.
0 10%
20%
30%
40%
50%
60%
70%
Books
Information Building
(Environment) Research Entertainment Materials Reading
Total U.S.
U.S. 14-17 U.S. 18-24 U.S. 25-64 U.S. 65+
Q810 Age
Part 3: The Library Brand
An information
and
entertainment
resource center.
48-year-old from Canada
Source: Perceptions of Libraries and Information Resources, OCLC, 2005, question 810, “What do you feel is the main purpose of the library?”
Again, when we reviewed the 3,161 responses by word count against the list of traditional brand attributes, we see similar attributes mentioned but with higher frequency for many attributes. Information—1,290 mentions related to the main purpose compared to 727 mentions for top-of-mind, education—87 mentions compared to 25 mentions and research—420 mentions compared to 155 mentions.
Communitywas mentioned 98 times in response to the library’s main purpose.
This represents less than 1 percent of the responses, but four times more than either top-of-mind or positive library associations.
Attributes that were not frequently mentioned in any set of brand association responses (the top-of-mind, positive associations or main purpose responses) are privacy, Internetor Web and trust.
The data suggest that, when prompted, many online information consumers can see a role for libraries beyond books. Information is seen as that expanded role for libraries by the largest number of respondents.
Main Purpose of the Library Word Count
• Authoritative – 0
• Privacy – 0
• Trust – 5
• Internet/Web – 45
• Education – 87
• Learning – 91
• Community – 98
• Entertainment – 146
• Knowledge – 161
• Free – 253
• Access – 275
• Research – 420
• Books – 1,019
• Information – 1,290
Part 3: The Library Brand
to allow
everyone
the opportunity and access to
resource information and reading
46-year-old from Canada
Source: Perceptions of Libraries and Information Resources, OCLC, 2005, ques- tion 810, “What do you feel is the main purpose of the library?”
Part 3: The Library Brand
To provide and give people access to information.
28-year-old from Canada
A central source for the general public to be able to access many things, including the borrowing of books, reference material, computer access and daily/weekly newspapers/magazines. Also a great learning environment for children.
50-year-old from Australia
Books and information for free.
17-year-old from the United States
For people who cannot afford things like computers and books to have free access to information. That is something that is necessary in a free and open society.
22-year-old from the United States
Provide resources for learning and research and to provide books for one’s enjoyment.
16-year-old from the United States
Serve as a centralized information repository.
21-year-old from the United States
To provide access to materials needed for personal and research purposes. A public library has a bit different of a function within the community, to enhance intergroup understandings and encourage or facilitate growth etc. Academic libraries need to have print materials and electronic resources, as well as professional librarians to assist researchers.
29-year-old from Canada
Provide both electronic and hard copy information on topics both factual and fictional. A local point in which to store the information.
45-year-old from Australia
A Sample of Respondents’ Verbatim Comments:
What is the main purpose of the library?
Tables detailing a larger sample of verbatim responses are included in Appendix B.
Note: All verbatim comments presented as entered by survey respondents, including spelling, grammatical and punctuation errors.